Got Milk Analysis

1. A. The got milk? Ad campaigns was a sign of beverage industry, it symbolized beverage industry’s innovation. It stopped milk demand rate of decline, and created new brand of milk. Let commodity also have brand to effect consumers’ purchase decision. B. 1) Television Ads, the television ads gradually built the tension that was so critical to the deprivation strategy. 2) Additional communications programs, the creative strategy lent itself to using complementary food as promotional tools for milk. 3) Media strategy, According to manning there were three ideal times to communicate the milk message—at home where milk could be immediately consumed, on the way to the store, and in the store,

3. The new advertising campaign had to satisfy three objectives: 1) Change consumer behavior, the CMPB’s foremost priority was to increase milk consumption by one occasion per week. To change the ways for consumers think about milk. 2) Increase mind share, although many people drink milk every day, milk suffered from a complete lack of consumer mind share. 3) Halt sales decline, obviously, sales represented the bottom line for the CMPB.

4. Got milk Campaign used research data of California to explain dairy industry trend, then compared milk need rate of American. Gained a credible evidence to show advantage of drink milk. It will make consumer change their drink habit. It not only advertise brand, but also develop brand to consumers. Ensured target market, created campaign objectives, branding strategy, and then let it became spirit of brand integrate into...

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Advertisements are all over the place, whether they are on T.V, or in a magazine, there is no way to escape them. They all have their target audience who they specifically designed the ad for, and of course they are selling their product to. This is a multi-billion dollar industry and the advertisers study any and every way that they can attract the consumer’s attention. Anytime a products advertising tagline becomes incorporated into a popular culture, a pinnacle of success has been reached. The “GotMilk?” tagline has been integrated in messages across the country such as churches, “Got God?” cheerleaders, “Got Spirit?” and even universities, “Got Whoop?”. The “GotMilk?” ads have been making a strong campaign for more than a decade all over the world, and each year the campaigners branch out to include many well-known celebrities including pop singers, actors, and athletes, Though each ad is different, they all feature the same thing. There is a characteristic “milk mustache” that each celebrity bears, which is the most well-known trademark, along with the famous “GotMilk?” question embellished across each ad. There is often a short paragraph explaining the nutritional advantage to drinking milk. The creators of these “Got...

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Milk is a product most people are familiar with. It’s white, good for your health and came in gallons, people mostly think they know all there was to know about milk. Persuading someone to consume more of something they already know a lot about is not an easy job. The persuasion campaign "Gotmilk" is a famous campaign started in 1994, that’s purpose is to persuade people to consume more milk.
Starting from 1970s there was a clear decrease in the consumption of milk, due to the start up of the many soft drink companies. The decrease urges California’s largest milk processors to take action; funding a board that would be charged with creating advertising dedicated to selling milk. The processors decided to finance the California Milk Processor Board (CMPB). Each was to contribute three cents for every gallon of milk they processed. With the help of Goodby Silverstein & Partners, a campaign was created. Till today the agreement had allowed for a $23 million/year marketing budget.
Not only did the campaign successfully increase milk sales, it also caused a big influence in the marketing industry. The campaign was intentionally for the State but became worldwide in no time. The slogan “gotmilk?” became famous, thanks to the company’s marketing. The...

...“GotMilk?”
When you think of superman what comes to mind? Do you think of his ability to fly? Maybe, you think of his attractive face? Or possibly, you think of his rocking physique? Superman is a heroic icon known by people of all different types. They see him as a credible character that devotes his life to saving the damsels in distress. At one moment or another in most people’s lifetime, they dream to be the hero in some situation. They hope to be recognized for their good deeds and give credit to those that they look up to. Whether they be young or old, people do their best to imitate the actions of their icon, superman, every day. In this advertisement, the author is trying to get people to believe that in order to be like superman they have to drink milk.
The advertisement depicts superman floating high in the crystal blue sky surrounded by fluffy white clouds. Superman is made to be the center of this picture because he is enlarged compared to the background. Although his tights and the sky are a similar shade of blue, the bold red makes him stand out. Superman also makes a statement because of the body language he displays. In the midst of this calm and serene background superman stands with his arms crossed, looking powerful and bold with a milk mustache. Although he looks a little silly with the milk mustache he has a very serious look on his face. The underlying message is that if you...

..."GotMilk?"
This advertisement was found in the October issue of Cosmopolitan. "GotMilk" advertisements are seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. The product being sold in "GotMilk" advertisements is, of course, milk. They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis. In this advertisement for milk irony is it's secret weapon to get the point across. There is a green eyed blonde with a low cut "little black dress" caressing her flawless body with her arm around a martini glass filled with milk. She is seductively leaning against a glass covered wooden bar with a luring gleam in her eyes. Her and the milk are the main focus of this advertisement. In the background is faded liquor and wine bottles. While looking at her you cannot take your eyes off of her milk mustache and the milk martini glass that got to touch her full pink lips. The irony of this advertisement is that out of all the handsome tall liquor bottles, she chose the thin lean martini with milk in it. The difference between her night black dress and the pure white milk contrasts like night and day. Good and bad shows their faces at the...

...“GotMilk Campaign”
In the fast paced world of today, advertisers have to keep up with the times. One of the best ways they do this is through the “GotMilk” advertisements. Milk is a part of everyday life. The "GotMilk" campaign is seen in all types of magazines from sports to beauty, featuring many different kinds of celebrities selling their product. By putting familiar faces on magazine advertisements and using interesting television commercials, the company sell their products. It also gets people to drink more milk and it is a very effective campaign. They are trying to reinforce that the calcium in milk keeps bones strong and helps prevent osteoporosis but is that the way everyone views the ads and commercial advertisements?
The first GotMilk advertisement ran on October 29, 1993, and featured an extreme history buff receiving a call to answer a radio station's $10,000 trivia question , "Who shot Alexander Hamilton in that famous duel?" The man's apartment is shown to be a sort of museum to the duel, packed with artefacts. He answers the question correctly, but because his mouth is full of peanut butter and he has no milk to wash it down, the radio station couldn’t make out his answer and he ran out of time. For most, this commercial would have been just funny and comical but others...

...“ GotMilk?”
1. You are the California Mike Processor Board (CMPB) and your advertising agency was the originator of the successful “gotmilk?” campaign. Now all milk producers, including your competition are using the same advertising. How might you establish points of difference from your competitors selling milk?
* Spread a new kind of portable packaged dairy beverage. It’s mainly made from milk but with fresh taste, which is distinguished from the pure milk. Also, it has many flavors, like peanut, almond, cashew nut, coffee, blueberry, banana, apple and other fruits. Expand “Gotmilk?” meaning, added it with “GotMilk Today?” and “Just Drinking Milk for Fun”.
* Switching consumers’ traditional concepts that “I should” to “I want”. The new message aims to remind customers the possibility of “drinking milk when you just want a drink” instead of regarding milk only as “a necessity with cereal”, ”an accompaniment with cookies and sandwiches” or “an ingredient in coffee, milkshakes and soup”.
* Launching a new campaign to persuade consumers that the new milk beverage can be drunk not only in the breakfast, but also in any occasions people want to have a drink. Also, this kind of new dairy drink is suitable for any age, not...

...Business AdministrationBrand Management |
gotmilk?branding a commodity |
Written Case Analysis |
|
Name of group Members:ALIRAZAUMAIR AHMEDMUHAMMAD FASIEHMOHSIN ALI HASANSAJJAD AHMED |
Date:28/04/2011 |
INTRDUCTION
The case deals with milk losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980’s and early 1990’s. California people were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of Food and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months later the CMPB released it’s famous ‘‘GotMilk?’’ campaign.
For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GS&amp;P) created ‘‘GotMilk?’’ with the CMPB’s $23 million annual budget. Previous campaigns had been intended at people who did not consume milk, but the agency’s research led it to target a sundry audience: people who were already milk drinkers. The consumers of California responded the campaign quickly, embracing the ads and also started consuming more...

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Swift Pick in the Milk?
Taylor Swift! Taylor Swift! Mom, look its Taylor Swift! I want a glass of milk like the one she has! Imagine hearing that as a teenager or preteen girl is flipping through a magazine. The milk industry has definitely evolved their marketing techniques over the last few years. In the 50’s, 60’s, and even in the 70’s, all you would see in a milk ad were secluded country farms with rolling green hills and tons of cows. Marketing and advertising of milk has greatly changed a lot over the years. The “GotMilk?” ad campaign uses various celebrities, cartoon characters, and superheroes all with big white mustaches to convince the masses to drink more milk. Each ad uses different methods, benefits, and features to reach out to a specific audience. The Swift pick ad caught my eye mainly because I can relate to teenage girls, and I love country music. This celebrity ad stood out to me in several ways. Swift pick shows Taylor Swift sporting a big white milk mustache to attract the attention of a teenage audience. The use of freedom of choice and good decision making in the text makes teenagers feel more in control of their own decision to drink milk versus unhealthy sugary beverages heavily advertised to teens. The ad could also have a...